Market

1. What kind frameworks should I use for my external analysis in Question 1?

For the external analysis, you can start with the definition of the market and the industry served by the chosen company, but it is not compulsory. PESTEL and FIVE FORCES are expected to be used in your external analysis.

The main purpose of external analysis is to analyse how the factors in the macro-environment (PESTEL) and industry (Five forces) are changing now and how they are likely to change in the future.

2. How many frameworks do I have to use for my internal analysis in Question 2?

It depends! Regarding the internal analysis, there are many different frameworks/concepts which can be considered, such as BCG matrix, value chain analysis, culture web, financial analysis, core competence, strategic capabilities etc.. To make the tough decision for yourself, you need sufficient case information and comprehensive understanding of the relevant theoretical concepts.

Internal analysis is difficult and challenging.